- 38:58
Book Author
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📍Montreal, CA
There’s a moment in every conversation about AI where the focus shifts from the technology itself to something more uncomfortable. In this episode of OFFBounds, Paula Macaggi sits down with Carl Boutet in Montreal to discuss his new book The Flip, and that moment comes quickly. What starts as a discussion about artificial intelligence turns into a deeper reflection on how value is being created and, more importantly, how difficult it’s becoming to clearly define where that value actually lives.
At the core of Carl’s thinking are four forces reshaping commerce: automation, optimization, contextualization, and immersion. These forces are not new individually, but together they are fundamentally changing how businesses operate and how consumers experience brands. Processes are becoming faster and more efficient, experiences more tailored, and interactions more seamless. Yet, as everything becomes more optimized, something else begins to shift. The human role in the value chain becomes less visible, and in some cases, less understood.
This is where the idea of “executive cognitive drift” comes in. As leaders rely more heavily on algorithms, dashboards, and AI-driven recommendations, there is a growing risk of decision-making becoming overly standardized. When everyone has access to the same data and tools, strategies can start to look the same, creativity can narrow, and differentiation becomes harder to sustain. The danger is not the technology itself, but the quiet erosion of critical thinking and intuition. Decisions may feel data-backed, but they are not always deeply questioned.
And yet, the conversation does not land on a pessimistic note. If anything, it points to a rebalancing. As AI continues to expand its role, the importance of being human becomes more evident, not less. Imperfection, judgment, taste, and context begin to stand out in a world that is increasingly polished and predictable. The opportunity for leaders is not to resist the shift, but to better understand where to lean into automation and where to reclaim control. In a landscape defined by constant acceleration, the real advantage may lie in knowing when to slow down and think for yourself.
Interview
Operating across five European countries under locally adapted brand names, Rohlik delivers a full grocery assortment of 25,000 SKUs to customers' doors in as little as 60 minutes
Operating across five European countries under locally adapted brand names, Rohlik delivers a full grocery assortment of 25,000 SKUs to customers' doors in as little as 60 minutes
Interview
Operating across five European countries under locally adapted brand names, Rohlik delivers a full grocery assortment of 25,000 SKUs to customers' doors in as little as 60 minutes
Operating across five European countries under locally adapted brand names, Rohlik delivers a full grocery assortment of 25,000 SKUs to customers' doors in as little as 60 minutes
Interview
Points are just the visible layer. The real engine is engagement. Opening the app, loading offers, interacting weekly, building habits around the experience.
Points are just the visible layer. The real engine is engagement. Opening the app, loading offers, interacting weekly, building habits around the experience.
Interview
Points are just the visible layer. The real engine is engagement. Opening the app, loading offers, interacting weekly, building habits around the experience.
Points are just the visible layer. The real engine is engagement. Opening the app, loading offers, interacting weekly, building habits around the experience.
Book Author
Drawing from her experience in merchandising and the ideas explored in her book The Material Life, Liza points to the concept to market journey as the root cause of many of these breakdowns.
Drawing from her experience in merchandising and the ideas explored in her book The Material Life, Liza points to the concept to market journey as the root cause of many of these breakdowns.
Book Author
Drawing from her experience in merchandising and the ideas explored in her book The Material Life, Liza points to the concept to market journey as the root cause of many of these breakdowns.
Drawing from her experience in merchandising and the ideas explored in her book The Material Life, Liza points to the concept to market journey as the root cause of many of these breakdowns.
Interview
Lerman highlights the importance of strong discovery during the selection process, alignment between vendors and retailers, and clarity around what success should actually look like once a system is implemented.
Lerman highlights the importance of strong discovery during the selection process, alignment between vendors and retailers, and clarity around what success should actually look like once a system is implemented.
Interview
Lerman highlights the importance of strong discovery during the selection process, alignment between vendors and retailers, and clarity around what success should actually look like once a system is implemented.
Lerman highlights the importance of strong discovery during the selection process, alignment between vendors and retailers, and clarity around what success should actually look like once a system is implemented.
Interview
Founder Sammy Nussdorf chose to build the brand in public, documenting the entire journey online. From signing the lease to designing the space and curating the assortment, the process unfolded openly on social media.
Founder Sammy Nussdorf chose to build the brand in public, documenting the entire journey online. From signing the lease to designing the space and curating the assortment, the process unfolded openly on social media.
Interview
Founder Sammy Nussdorf chose to build the brand in public, documenting the entire journey online. From signing the lease to designing the space and curating the assortment, the process unfolded openly on social media.
Founder Sammy Nussdorf chose to build the brand in public, documenting the entire journey online. From signing the lease to designing the space and curating the assortment, the process unfolded openly on social media.
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